From a Score to Much More: Moving from Measuring Customer Loyalty to Improving It

A CEO reviews results from a recent customer survey, but implications remain unclear. What is driving the ratings? What, specifically, will improve the customer experience and by how much? Measures have merits and limitations Customer satisfaction or loyalty measures are indicators of how well organizations meet customer needs. An overall score can be valuable for tracking progress or to motivate action. Ratings are not useful, however, when companies view a score itself as the end goal and rely [...]